Why is this work relevant for Direct?

The campaign was used as a recruitment tool to attract and convince Filipino millennials into pursuing a career with Philam Life. And to attract them, Philam Life's agents needed something that can connect to the millennials. They needed a material that the younger market can relate to and find relevant -- something very different from traditional recruitment campaigns done in the past.

Background

Dubbed as the social media capital of the world, it’s easy to find evidence on how much Fillennials (Filipino Millennials) aspire to live a hashtag-worthy lifestyle. They actively talk about how they want to focus on their hobbies and on gaining more experiences. This is why this generation veers away from the traditional 9-5 jobs. They want more control over their own time so that they can freely pursue their interests. Philam Life, an insurance brand, wanted to talk to a younger market of potential customers, therefore the need to recruit younger agents. However, there is a negative perception on insurance agents: that it’s unglamorous, unstable, even a scam. Our current agents needed a tool that they can use in attracting millennials and make them consider pursuing a career with them.

Describe the creative idea (30% of vote)

REUNITE WITH YOUR PASSIONS – With Philam Life’s recruitment program, we want to show that pursuing a career with the brand will allow them to reunite with their passions in life. By being a Philam Life Financial Coach, one can have a successful and rewarding career without needing to give up their passions.

Describe the strategy (20% of vote)

Philam Life’s current agents use presentation tools to talk to potential recruits. We developed an engaging film that the agents can show to recruits face-to-face, to help them convince millennials into pursuing a career as an agent. We hinged on the idea that by being a Philam Life financial coach, you will never have to part with your passions again. We wanted to communicate that with Philam Life, they can enjoy a career that’s rewarding and fulfilling at the same time. And since we’re talking to the younger market, we wanted to do a hook material that will attract them easily and catch their attention.

Describe the execution (20% of vote)

The material makes use of the popular 80s song, “Reunited” to drive appeal and emotion among the target market. The spot features dramatic shots of objects that have been abandoned. As the chorus comes to play, we see the owners joyfully reuniting with their objects of passion. We see that moment of reunion, the ecstatic feeling they get upon touching these objects again. The spot culminates with our message and a call to action in supers: “Never part with your passions again. Become a Philam Life Financial Coach.”

List the results (30% of vote)

To quote Philam Life’s Head of Recruitment, Stephen Segismundo, “The number of recruits has increased exponentially this 2019 vs. 2018. But one of the more tangible benefits it brought was that it excited the agency leaders. It gave them fresh content and it gave them more reasons to really go out there and spread the message of the program. And since the campaign launched, the number of leaders that has used the program has had double digit growth.”

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

Being the social media capital of the world, it’s easy to find evidence on how much Fillennials (Filipino Millennials) aspire to live a hashtag-worthy lifestyle. They actively talk about how they want to focus on their hobbies and on gaining more experiences. This is why this generation veers away from the traditional 9-5 jobs. They crave for more control over their own time so that they can freely pursue their interests. However, they are also realistic and practical. They are aware of the reality of life here in the Philippines and they know that they cannot sustain this lifestyle without a stable career.